taming taxonomy - the workshop (ia summit 2014)

taming taxonomy jessica duverneay - alberta soranzo

Taming TaxonomyTips & Tools for Creating Structure

with the User in Mind

jessica duverneay | @undrstndngalberta soranzo | @albertatrebla


Agenda

8:30 LECTURE Intros, Case Study & Overview Talk

9:00 WORKSHOPFrame the Problem (9:00)

Taming Taxonomy: Phase 1 (9:30)

10:30 BREAK

10:45 WORKSHOPTaming Taxonomy: Phase 2 (10:45)

Taxonomy Tamed: Formalizing (11:15)

12:00 PRESENTATIONS

12:20 CLOSING Wrap Up: Give Aways, Deeper Dig Resources, Next Steps


Case Study


Case Study

Client: American Society for Aesthetic Plastic Surgery (ASAPS)


Case Study

2!

3!

4!

5!

1!


Case Study

Statement of Work (SOW)


Case Study

• Understanding Taxonomies?!?

• Search Engine Keyword Market?!?

• Comprehensive System?!?

• Polyhierarchy?!? • Synonym Mapping?!?• Governance Plan?!?

Statement of What?!?

...and I had this much time:

24 Hours


Case Study

The ProblemGlossary of Terms!Injectables and Dermal Fillers!•  Amphadase"•  Acquamid"•  Anesthesia"•  Anika CTA"•  Anti-viral"•  Artecoll"•  ArteFill"•  ArteSense"•  Axillary"•  Belotero"•  Betacaine"•  Bio-alchamid"•  Bioplastique"•  Botox"•  Botox Cosmetic"•  Botulinum Toxin"•  Botulinum Toxin Type A"•  Botulinum Toxin Type B"•  Bovine Collagen "•  Calcium hydroxylapitite"•  Captique"•  Carboxytherapy"•  Cellulite"•  Collagen"•  ETC… "


Case Study

Breast ImplantsBreast Augmentation Breast EnhancementBreast EnlargementBreast SurgeryImplantsSilicon ImplantsSaline ImplantsGel ImplantsSubpectoral Breast SurgeryMammoplastyBreast ReplacementBreast RevisionBreast Reconstruction**Boob Job**Pectoral Implants

SOURCE: h1p://onestophumour.com/uploads/breast_implants_-‐_they_dont_go_there_1618278999.jpg

http://onestophumour.com/uploads/breast_implants_-_they_dont_go_there_1618278999.jpg

http://onestophumour.com/uploads/breast_implants_-_they_dont_go_there_1618278999.jpg


Case Study

Polar Bear Book Says:

•Categories should be mutually exclusive, unless they are polyhierarchical.

•Consider the balance breadth and depth, erring on the side of broad and shallow for new sites.

•Taxonomy = a slow layer, while navigation may be slightly faster


Case Study

Which exact word should be used? Where does it go in relation to the others? What are the exceptions?

That’s all I have to do? NEAT!


Case Study

Which exact word should be used? Where does it go in relation to the others? What are the exceptions?

That’s all I have to do? NEAT!

NOT SO FAST THERE, BUDDY!


Case Study


Case Study

STRATEGYUser Centered Business Centered

SIZEScalable Finite

COVERAGEComprehensive Section Specific

APPLICATIONCross-channel Web-centric

TIME SENSITIVITYAspirational Current

METAPHORUniform/Exact Mixed Approach

STRUCTUREPoly-hierarchical Mutually Exclusive

LANGUAGE

SEO Preferential Natural

Branding Authoritative

Concept: Jessica DuVerneayGraphic RepresentaUon: Alberta Soranzo


Case Study

Activity 1 : Existing Taxonomy ReviewGlossary of Terms!Injectables and Dermal Fillers!•  Amphadase"•  Acquamid"•  Anesthesia"•  Anika CTA"•  Anti-viral"•  Artecoll"•  ArteFill"•  ArteSense"•  Axillary"•  Belotero"•  Betacaine"•  Bio-alchamid"•  Bioplastique"•  Botox"•  Botox Cosmetic"•  Botulinum Toxin"•  Botulinum Toxin Type A"•  Botulinum Toxin Type B"•  Bovine Collagen "•  Calcium hydroxylapitite"•  Captique"•  Carboxytherapy"•  Cellulite"•  Collagen"•  ETC… "


Case Study

Activity 2 : Lightweight Keyword Research

**Note: Site Search log files would have been nice too but the client didn’t track it and now was not the time to start.


Case Study

Activity 3 : Existing User Research & VernacularAshlee: The Lifestyle Patient - "Seeking Perfection"Experienced Consumer / Immediate or Recent

DETAILS: Age 29, Part time dental hygienist, Married, Soon to be mother, Extensive procedure history, Motivated by beauty, Detail oriented, Technology proficient

Representative Activities:Understanding detailed info on procedures, Understanding a procedure lifecycle, Pursing a complex procedure, Finding a doctor near her, Researching the best way to find the best doctor, Keeping up to date on aesthetic news, Participating in online social aspects, account features, and creating user generated content

Tonya: The Potential Patient - "Seeking Comfort"Novice Consumer / Far Future

DETAILS: Age 36, Higher education administrator, Single, No children, No procedure history, Not motivated by beauty, Seeking general information, Technology proficient

Representative Activities:Researching basic procedure information, determining if a procedure is the right option, researching commonly asked questions, investigating a more complicated specific medical concern

Loren: The Occasional Patient - "Seeking Rejuventation"Intermediate Consumer / Future

DETAILS: Age 49, Lawyer, Dating with two college age children, Injectable history but no procedure history, Motivated by appearance, Seeking comparative and specific information, Technology savvy

Representative Activities:Comparing multiple options to solve an aesthetic concern, addressing a post procedure experience, locating male specific procedure information for a male companion


Case Study

Activity 4: Term Sorting / Affinity Diagramming

Source: J. DuVerneay


Case Study

Activity 5 : Competitor’s Approaches

SOURCES:!www.plasticsurgery.org!

www.realself.com!www.clevelandclinic.org!

!


Case Study

First Stab - Word Document


Case Study

Activity 6 : SEO / SME Validation & Client Approval

OPTIONS:

•Rhinoplasty, Nose Job, Nose Surgery, Nasal Enhancement

•Chin Lift, Neck Lift, Jowl Lift, Saggy Neck Surgery

•Phalloplasty, Penile Implant, Penis Enlargement, Penile Surgery

WINNERS:

•Rhinoplasty

•Neck Lift

•Penis Enlargement


Case Study

Activity 7 : Synonyms & Polyhierarchy

Liposuction =

Lipoplasty, Body Contouring, Fat Reduction, Liposculpture, Fat Removal, Lipo, Ultrasonic Liposuction, Ultrasound Liposuction, Tumescent Liposuction, Power Assisted Liposuction

Eyelid Surgery =

Blepharoplasty, Droopy Eye, Droopy Eye Surgery, Eyelid Lift, Eye Lift


Case Study

Final Product


Case Study

Smart Beauty Guide Logo / Home

"Your Expert Source for Cosmetic Medicine & Surgery" SEARCH Enter Procedure, Keyword, or Question

Hello ASHLEE | My Account | Sign Out

PROCEDURES INJECTABLES FOR MEN PLANNING TOOLKIT SELECT A DOCTORASK A QUESTION

Follow Us on Social Media

PROCEDURES

BODY HEAD & FACE

Breast AugmentationBreast LiftBreast ReductionBreast RevisionRevision Breast Augmentation

Body LiftButtock ImplantsButtock LiftFat TransferLabiaplastyLiposuctionNon-Surgical Fat ReductionSpider Vein TreatmentThigh LiftTummy TuckUpper Arm Lift

Brow LiftEar ReshapingEyelid SurgeryFace LiftFacial ImplantsNeck LiftRhinoplasty

BREAST SKIN & HAIR

Cellulite TreatmentChemical PeelEyelash EnhancerHair TransplantHand RejuvenationIPL / PhotorejuvenationLaser Hair RemovalLaser Skin ResurfacingLaser Tattoo RemovalMicrodermabrasionNon-Surgical Skin TighteningPermanent Makeup

COMPLETE SOLUTIONS

Facial RejuvenationMommy MakeoverPlastic Surgery After Weight Loss

PROCEDURES

INJECTABLES

All InjectablesDermal FillersFat InjectionsLip InjectionsPerspiration ReducerWrinkle FillersWrinkle Reducers

FOR MEN

Body LiftCalf ImplantsHead & FaceGynecomastiaInjectablesLiposuctionNon Surgical Fat ReductionPectoral ImplantsPenis EnlargementSkin & HairThigh LiftTummy TuckUpper Arm Lift

PLANNING TOOLKIT

Getting StartedBeauty at Every AgeAsk a DoctorCostFacts & StatsSafetyPlanning Resources (Checklists)Patient StoriesAftercare & RecoveryComplications

SELECT A DOCTOR

Find a DoctorFind a Skin Care SpecialistHow to Choose a DoctorHow to Choose a ProviderCredentials, Training & CertificationPlanning an Office Visit

ProTip: Taxonomy

isn’t navigaUon


Case Study


Case Study

STRUCTURE

Term Sorting

Synonym Mapping

SEO Validation

Documentation

STRATEGY

BUSINESS

RESEARCHASSESSMENT & ADJUSTMENT

DEPLOYMENT & MAINTENANCE

Understand the Taxonomic Problem

Understand the Business

Existing Strategy

SEO Approach

Future Strategy

Existing Taxonomies

User Research & Vernacular

User Sorting

A/B Testing

Poly-hierarchical mappings

Internal Adoption

Vendor Adoption

Keyword Research

Client Sign Off

© DuVerneay & Soranzo 2014

Adjustment

Competitive Approach

TAXONOMYCREATION

Governance

Governance Plan

SME Validation


Case Study

Value to ASAPS

• User Centered, learnable navigation

• Uniform Language guide for internal

content creators & vendors across

all consumer channels

• Repositioning controlled vocabulary

in alignment with brand –

medically authoritative but

approachable by average

consumer

• Explicit support of business goals (ie: Men, Taxonomy)

• Roadmap for content creation due to holes pointed out by aspirational taxonomy

• Improved Findability – SEO, navigation, site search, tagging -evidences by Analytics

• Created a valuable, living, manageable taxonomy that will be used

• Won PRNews award for best non-profit website 2013


Intro to Taxonomy Basics


Taxonomy Basics

Taxonomies are collections of facets, which are created by organizing concepts into categories.


Taxonomy Basics — Benefits

•browsable outline and descriptive metadata.•efficient, searchable tags for content

(metadata).• taxonomy-based metadata supports

findability and returns accurate retrieval.


Taxonomy Basics — Limitations

• flexibility vs maintenance gain• tagging cost (time and effort)•SEO


Taxonomy Basics — Applications

•user-centered navigation•uniform language guides•brand-aligned controlled vocabularies


Taxonomy Basics — Applications

• support of business goals• roadmap for content creation• findability (SEO, search, navigation, tags)


ONTOLOGYControlled Vocabularies, Preferred Terms, Synonyms

TAXONOMYMetadata(information about information)

NAVIGATIONWayfinding (how visitors move around)

INFORMATION ARCHITECTUREStructural design of information(informed by taxonomy, helps build navigation)

ECOSYSTEM


Frame the Problem


Frame the Problem

You are a consultant and have been hired to help a travel agency, Dystopedia, fix its incomplete and poorly applied taxonomy.


Frame the Problem

Space Map: h1p://staUc.ddmcdn.com/gif/blogs/6a00d8341bf67c53ef016760bf5f64970b-‐800wi.jpgLand & Sea Map: h1p://img524.imageshack.us/img524/7654/worldmap2.png

http://static.ddmcdn.com/gif/blogs/6a00d8341bf67c53ef016760bf5f64970b-800wi.jpg






Frame the Problem

On the website (dystopedia.org) you will find:

• Basic Client Info• Service Area Map• Business Goals


Frame the Problem

In your printed group packet you will find:

• Personas - represents the top 3 target users for Dystopedia at this time

• Decks of Words (concept extraction / ontology step is done for you)

• Taxonomy Lifecycle Diagram


Frame the Problem

IMAGE: h1p://img2.wikia.nocookie.net/__cb20080121004032/starwars/images/4/45/Yoda.jpgIMAGE: h1p://coscontopia.com/wordpress/wp-‐content/uploads/2011/09/Tinkerbell-‐Disney-‐Cosplay.jpgIMAGE: h1p://upload.wikimedia.org/wikipedia/en/2/25/Smalfut.jpg

http://coscontopia.com/wordpress/wp-content/uploads/2011/09/Tinkerbell-Disney-Cosplay.jpg

http://coscontopia.com/wordpress/wp-content/uploads/2011/09/Tinkerbell-Disney-Cosplay.jpg

http://upload.wikimedia.org/wikipedia/en/2/25/Smalfut.jpg

http://upload.wikimedia.org/wikipedia/en/2/25/Smalfut.jpg


Frame the Problem

During your working time you should:

• Divide into groups by ticket number• Get to know your teammates• Digest the materials at hand and on the

website (You have until 9:30am)• Ask us questions re: materials


Taming Taxonomy — Pt 1


Taming Taxonomy: Pt 1

Methods discussion covering:

• Taxonomy Lifecycle - Today’s work• Strategic Continuums

• Competitive analysis

• Expert card sorting (could vs. should)

• Term expansion & editing • Synonym approach (variants vs. synonyms vs. non

preferred term)

• Templatize taxonomy


Today’s Work

STRUCTURE

Term Sorting

Synonym Mapping

SEO Validation

Documentation

STRATEGY

BUSINESS

RESEARCHASSESSMENT & ADJUSTMENT

DEPLOYMENT & MAINTENANCE

Understand the Taxonomic Problem

Understand the

Business

Existing Strategy

SEO Approach

Future Strategy

Existing Taxonomies

User Research & Vernacular

User Sorting

A/B Testing

Poly-hierarchical mappings

Internal Adoption

Vendor Adoption

Keyword Research

Client Sign Off

Adjustment

Competitive Approach

TAXONOMYCREATION

Governance

Governance Plan

SME Validation


Strategic Continuums


Strategic Continuums

STRATEGYUser Centered Business Centered

SIZEScalable Finite

COVERAGEComprehensive Section Specific

APPLICATIONCross-channel Web-centric

TIME*SENSITIVITYAspirational Current

METAPHORUniform/Exact Mixed Approach

STRUCTUREPoly-hierarchical Mutually Exclusive

LANGUAGE

SEO Preferential Natural

Branding Authoritative

Concept:)Jessica)DuVerneayGraphic)Representa6on:)Alberta)Soranzo


Competitive Analysis

competitive (similar business model)1. virtuoso.com

2. abercrombiekent.com

3. zicasso.com


Competitive Analysis

comparative (different business but commonalities)

1. disneyworld.disney.go.com/plan/my-disney-experience/

2. kershaw.kaiusaltd.com/knives

3. currys.co.uk


Expert Term / Card Sorting

Source: J. DuVerneay

• Group like with like

• Create a “Parking Lot”

• Identify synonyms and overlap

• Don’t get locked into any specific framework

• Top down and Bottom Up work

• Notice holes, dig more when needed for concept extraction

• Consider your Strategic Continuums

• Let it sit, revisit frequently


Expert Term / Card Sorting


Term Expansion & Editing

consider 1. holes in terms pool

2. eliminating redundant or unnecessary word groups

3. different approaches to cards and terms collected during analysis (i.e. now would be a good time to talk to your SEO/SME friends)


Consider Synonyms

TRAVEL COMPANION LODGING

= =

EscortCaretakerFriendCharacterBuddy-for-hireCompanion

AccommodationHouseRoomHotelHutHammock


Pt 1. Work Time


• Complete your Strategic Continuums Worksheet• Identify possible sites for competitive / comparative

analysis (we found some for you)• Take your first stab at the expert card sort with your

term deck• Add, remove, and “parking lot” terms (and possibly

groups of terms) as need• Ask us questions


Break


Taming Taxonomy — Pt 2


Taming Taxonomy: Pt 2

Methods discussion covering:

• User Research - Optimal Sort Card Tool Demo & Data

• Advantages to leveraging SEO / SME Expertise

• Leverage Existing Taxonomies


Card Sorting


What is card sorting?

Card sorting is one of the best ways to identify categories by having controlled tests with groups of users to create categories.

source thetaxonomyblog.com


Why use card sorting?

• Input into information design process•Define overall content hierarchy and

structure•Design navigation, menu and taxonomies•Outline users’ mental models

source thetaxonomyblog.com


What card sorting helps you with

•Vetting navigation schemes•Defining information architecture• Improving findability


Concretely, card sorting gives you

•Data to support decisions•Cheap method of testing labels and structure•User-centered taxonomy


What card sorting doesn’t do for you

•Making up for a lack of other user research • Improving bad content•Fixing bad design or IxD•Generating site maps•Winning the lottery


How do you do card sorting?

Participants organize topics into categories that make sense to them and may also help label these groups.

source flickr.com/photos/nedrichards/


Open card sorting

OpenParticipants organize topics into groups that make sense to them, then name the groups.



Closed card sorting

ClosedParticipants organize topics into predefined groups.



Combination/Hybrid card sorting

Open card sort to identify content categories.

Closed card sort to see how well the category labels work.


Design the test

•Create list of content topics. •Prepare the cards.•Email participants a link to the study.•Provide instructions for the sort, including

expected length.•Thank the participant for their time.


Topics

• Individual pages•Functionality •Small groups of pages•Whole sections of the site•Entire (small) sites


What users see


What users see - questions


What users see - instructions


What users see - the cards


What users do - grouping and naming cards


What you see - overview


What you see - cards


What you see - categories


What you see - similarity matrix


What you see - standardization grid


What you see - dendogram


What you see - Participant Centric Analysis

2 months free on any of the Optimal Workshop tools (not all of them)

Use the code: “WildTaxonomy”

Fine Print:

• Value $218

• Code will work until midnight UTC on April 30, 2014

• Code can only be redeemed once per user account

• Only for participants of this workshop - do not pass on to others! taming taxonomy jessica duverneay - alberta soranzo

Optimal Workshop Trial


SEO / SEM Expert Input

Search Engine Optimization (SEO) and Subject Matter Experts (SME) can help with findability and preferred term selection in your taxonomy development.



SEO — Hummingbird algorithm introduces changes to Changes to term retrieval now based on Google’s own synonym bank.

Partnering with an SEO expert and considering keyword research will improve your taxonomy more than ever.



SME — Can provide a deep dig in areas of taxonomy where you have questions or misunderstandings

Request a peer review from your SEO / SME friends at a MINIMUM


Existing Taxonomies

You may not need to reinvent wheels. Check here first:

• National Authority ie: Library of Congress• University Subject Matter Librarian • Purchase or License existing Taxonomies as a starting

point (i.e. Getty Research Institute, USDA, Dow Jones Client Solutions, WAND Inc)

• PLEASE READ Heather Hedden’s book “Accidental Taxonomist” & blog for more info on this


Pt 2. Work Time


• Consider User Research results work• SEO / SME Expert time w Sweeney / Atherton /

Mayfield • Edit draft from all collected inputs• Ask us (and them!) questions


Taxonomy Tamed— Formalizing


Taxonomy Tamed

• Templatization• Governance• Cross Channel Applications • Coming Up: P2P Presentations• Work Time• Questions


Templatization

Put at the end


Governance Plan

Ensures the Taxonomy remains useful as business needs, content, vendor input, or user expectations change or scale.

• How it’s used• Who uses it• Why & When it might be updated• How it’s updated• Who updates it• Version tracking & archival considerations

Put at the end


Cross Channel Applications

Put at the end

• Sitemap• Content Inventory / Build Guide• Navigation• Wireframes• Node Tagging• News Categories• Search Filters• URL Structures• Glossary• Content Creation Roadmap• Non-web Properties


P2P Presentations

During your presentation teams should:

• Introduce their Taxonomic Approach• Mention any sticky wickets / unsolved mysteries• Point out areas where you’d invest more time• Explain the value to Dystopedia and how they

foresee employing this taxonomy in the development of a future cross-channel proposition.


Final Work Time


• Continue working on your Card Sorting• Move your taxonomy to the template if you are ready • Prep for your presentation• Ask us questions


Presentations: P2P


P2P Presentations

During your presentation teams should:

• Introduce their Taxonomic Approach• Mention any sticky wickets / unsolved mysteries• Point out areas where you’d invest more time• Explain the value to Dystopedia and how they

foresee employing this taxonomy in the development of a future cross-channel proposition


Wrap Up


Card Sorting & Taxonomy Resources

Give Aways!



BooksCard Sorting - Designing Usable CategoriesDonna SpencerRosenfeld Media, 2009

Mental Models: Aligning Design Strategy with Human BehaviorIndy YoungRosenfeld Media, 2008

The Accidental Taxonomist Heather HeddenInformation Today, Inc. 2010

Information Architecture for the World Wide Web: Designing Large-Scale Web Sites Peter Morville and Louis RosenfeldO’Reilly, 2008

Pervasive Information Architecture: Designing Cross-Channel User ExperiencesAndrea Resmini and Luca RosatiMorgan Kaufmann, 2011



Card sorting toolsOnline

optimalworkshop.com/optimalsort.htm conceptcodify.comsimplecardsort.comusabilitest.com/CardSortinguxpunk.com/websort/

Offline (spreadsheets)Joe Lamantia – boxesandarrows.com/?p=2803Donna Spencer – maadmob.com.au/?p=45Mike Rice – informoire.com/?p=162

How-tosoptimalworkshop.com/help/kboptimalworkshop.com/blog/how-to-pick-cards-for-card-sorting



More ResourcesTaxonomy Bootcamp: http://www.taxonomybootcamp.com/2014/

Taxonomy Bank: http://taxobank.org

SLA Taxonomy Division: http://taxonomy.sla.org

IA Institute: http://iainstitute.org/en/

Great presentation on how to build (and Test) a Taxonomy by Patrick Lambe:

http://prezi.com/td8pyeaczkj1/how-to-build-a-taxonomy/

http://www.taxonomybootcamp.com/2014/

http://www.taxonomybootcamp.com/2014/

http://taxobank.org

http://taxobank.org

http://taxonomy.sla.org

http://taxonomy.sla.org

http://iainstitute.org/en/

http://iainstitute.org/en/






Thank You!jessica duverneay

@jduverneayunderstandinggroup.com

alberta soranzo @albertatrebla

wearefriday.com